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One reason Kickstarter
has struck a chord with entrepreneurs is that it's disrupted the
old way of doing business, allowing startups
to prove real-world demand, even if real-world supply isn't quite
there yet. Well, after a record-setting campaign launched
Wednesday for the long-anticipated Veronica Mars
movie, even the old-new rules of Kickstarter have gone out the
window again.

The years-in-the-making push to create a Veronica Mars
movie, based on the mid-2000s cult hit TV show created by Rob
Thomas, is now a lot closer to reality, thanks to the popular
crowdfunding site. After finagling a blessing from Warner
Brothers, which owns the series about a teenage detective played
by Kristen Bell, Thomas took his dream for a movie version --
which had been repeatedly rejected by the studio -- straight to
the fans. The message was simple: Help us raise at least $2
million in 30 days, and we'll get to make the movie.

Bolstered by an impassioned plea from Thomas and "Veronica"
herself, along with a cheeky video starring the cast and a clever
list of "prizes," these unlikely Kickstarters hit that mark in
less than 12 hours. Which makes it the fastest-growing
Kickstarter campaign in history. (The team broke several records, according to Thomas
-- fastest project to hit $1 million, fastest to hit $2
million, highest initial funding goal ever reached and largest
film project ever). Due to the overwhelming response, which
has reached nearly $3 million with 29 days to go, Thomas is
already planning to add more high-end prizes, like additional
premiere parties, and is working to allow international fans
to contribute.

For their part, Thomas, Bell and the gang from Neptune High seem
genuinely floored by the outpouring. And Hollywood, along with
the rest of the world, is taking notice -- for much of the
campaign's first day, and again today, "Veronica Mars" was
trending on Twitter, right alongside the new pope. As Bell
tweeted last night to her nearly 1 million followers:

Entrepreneurs, artists and other creative types looking for a
funding boost or a way to gauge potential customer demand have
been drawn to Kickstarter since its launch in 2009 for this very
reason, albeit on a smaller scale. When a much-delayed
crowdfunding law eventually takes effect, the trend is
expected only to grow. But not all campaigns succeed -- in fact,
more than half never reach their goal, according to Kickstarter.

So what was Thomas' secret? And how can you juice your own
Kickstarter campaign with a little Veronica Mars moxie?
We decided to ask Jennifer Hill, a veteran venture attorney,
startup adviser and regular Kickstarter watcher.

Tip 1: Be ready for success.
Sure, it helps
to have millions of Twitter followers and fans at your disposal.
And despite the jaw-dropping success of the Veronica
Mars Kickstarter campaign, it wasn’t exactly an overnight
success -- Thomas and his team reportedly shot the video and
began putting the wheels in motion last February. "Make sure that
your company and team are ready for the campaign," Hill says. A
big, and often-overlooked part of that? Having a website that
works and reflects well on your brand, even if it’s basic. Then,
according to Hill, it’s time to enlist your team. "Have them
ready to shout it from the proverbial rooftops, spread the word
about the campaign, and respond in real time to backing," she
says. In the case of Veronica Mars, support for movie
had been simmering for years. Bell helped fan those flames with
her massive Twitter following once the campaign started.

Tip 2: Make the video personal.
No doubt
about it: Humans respond to other humans. Your potential
customers want to see you -- not just your product. The beauty of
the Veronica Mars Kickstarter video is that it was shot
in Bell’s home, staring Bell in her pajamas, Hill says. "You want
to create a personal spot," she advises. "Include your grandma,
include your puppy, whatever gets your point or plea across in a
way that will make people want to back you and share with your
friends." This isn't the time, she adds, for a "Ron Popeil infomercial."

Tip 3: Offer killer swag.
Prizes like
Kristen Bell recording your voicemail -- which diehard fans could
purchase for $500 -- was a brilliant piece of the Veronica
Mars campaign, Hill says. Other rewards included signed cast
posters, premiere and after-party tickets, and roles as extras in
the movie. "Film easily lends itself to stuff people want, like
scripts and tickets," she says. "But every industry can too, if
you think cleverly enough." Before your campaign, come up with a
list of rewards that your potential customers might think are
cool, and test on your cheapest friends beforehand, she advises.
"The funnier the better," she says.

Tip 4: Involve your customer.
"Opinions are
like belly buttons -- everyone has one," Hill says. "But we all
like to feel like ours matters, even if we pay for the
privilege." With the Veronica Mars campaign, the
creators have offered fans (for a price) the chance to actually
name a character. Giving customers the opportunity to be so
involved "creates a unique bond that encourages people to donate
and brag about it and, in turn, spread the word," she says. Such
grassroots publicity is an essential part of a successful
Kickstarter campaign. "Let the ‘crowd’ be not just your
investors, but your marketing department, too," she says.